The Common Pitfall
Many businesses, whether relying on organic traffic, paid ads, or social media promotions, make the same mistake, which is directing all their traffic to individual product pages or pricing pages. While this might seem logical, it’s not the most effective strategy for converting visitors into customers.
It is not too often you land on a product page and immediately make a purchase without any further consideration, most people like to explore, compare, and gather more information before making a decision. This is where businesses often miss the mark and assume that by presenting the product front and centre, visitors will be encouraged to buy. However, the reality is that a significant portion of your audience isn’t ready to make an immediate purchase when they first visit your site.
Introducing the Specific Landing Page
At Strafe Creative, we have found that the key to boosting your conversion rates is creating a highly specific landing page tailored to your target audience. This isn’t just a page of information though, it’s a resource-packed, informative page that speaks directly to potential customers still in the awareness or consideration stages of the buying funnel.
What is a Specific Landing Page?
A specific landing page is designed to provide value to your visitors without directly selling them your product. Instead of a hard sell, it offers useful information, engaging content, and solutions to common problems that your target audience faces. This approach builds trust and establishes your authority in the field, making visitors more likely to consider your product when they are ready to buy.
Understanding the Marketing Funnel
Before diving into the solution, we will explain the marketing funnel. At the top, you have awareness, followed by consideration, and finally, conversion. Most marketing strategies focus heavily on pushing visitors straight to conversion, hoping they’ll make an impulsive purchase. However, not everyone is ready to buy immediately, which is where our specific landing page comes into play.
Awareness Stage
In the awareness stage, potential customers are just beginning to realise they have a problem or need. They are looking for information and trying to understand their situation better. The goal here is to provide them with valuable content that educates and informs.
Consideration Stage
During the consideration stage, users are evaluating different options and solutions to their problem. Although not yet ready to buy, they are getting closer. Your specific landing page should offer in-depth information that helps them understand why your solution is the best fit for their needs.
Conversion Stage
Finally, in the conversion stage, prospects are ready to make a decision. They have gathered all the necessary information and are now comparing their options. By this stage, if you’ve done your job well, your visitors will already trust your brand and be more inclined to choose your product.
Specific Landing Page Example: Nectar Mattresses
In the video we looked at Nectar mattresses, who do a particularly good job at this landing page. Instead of leading all traffic to a product page, which expects an immediate purchase decision, Nectar have created a page about the best sleeping positions and include interactive elements, detailed information on different sleeping styles, and recommendations on the type of mattress that suits each style, it’s valuable content for someone interested in a mattress but not ready to buy just yet.
Detailed Example Breakdown
Introduction: The page should start with an engaging introduction that captures the visitor’s interest. For instance, “What is the Best Sleep Position” and ‘What your Sleep Position says about you”.
Informative Content: The page then dives into detailed descriptions of various sleeping positions (back, side, stomach) and their benefits and drawbacks.
Interactive Elements: Incorporate quizzes or surveys that allow visitors to input their preferences and get personalised recommendations.
Visuals and Infographics: Use visually appealing graphics to explain complex information in an easily digestible format.
Subtle CTAs: Throughout the page, include gentle nudges like “Did you know we offer mattresses that support all sleeping positions?” These CTAs should be informative rather than pushy.
Engaging Conclusion: End with a summary of the key points and a clear, non-intrusive call to action.
The Benefits of a Specific Landing Page
Relevance and Value
The page looks to provide useful information, build trust and authority with your audience. It’s tailored to their interests and needs, increasing the likelihood they’ll return when ready to purchase. Visitors appreciate content that speaks directly to their concerns and offers real value, making them more receptive to your brand.
Engagement
By offering engaging, interactive content, you keep potential customers on your site longer, giving your brand more exposure. The longer visitors stay on your site, the more likely they are to remember your brand and consider it when they’re ready to buy. Interactive elements like quizzes and surveys also provide you with valuable data about your audience’s preferences and needs.
Conversion Nudges
Strategically placing reminders and calls to action (CTAs) about your product. For example, gentle nudges like “Did you know we offer mattresses that support all sleeping positions?” help bridge the gap from consideration to purchase. These nudges serve as subtle reminders of your offerings without being too aggressive, keeping the focus on providing value first.
Creating Your Specific Landing Page
We have created a step-by-step guide to help you put together an effective specific landing page:
Identify Common Questions
Talk to your sales team and review customer queries to find out common concerns and questions potential customers have. Understanding these pain points is crucial for creating content that resonates with your audience. If you’re unsure where to start, consider conducting surveys or interviews with your current customers to gather insights.
Develop Content Around These Questions
Create valuable content that addresses these concerns, make it detailed and helpful. For instance, if you sell mattresses, content topics could include “How to Choose the Right Mattress for Back Pain” or “The Importance of Sleep Quality for Overall Health.” Ensure the information is well-researched and provides genuine value.
Design for Engagement
It is important to make the page visually appealing and interactive. Use quizzes, videos, infographics – anything that can keep your audience engaged. A well-designed page not only looks professional but also enhances the user experience. The aim is to keep visitors on your page for as long as possible, so make it interesting and easy to navigate.
Include Strategic CTAs
Place subtle, clear CTAs throughout the content to remind visitors of your product or service without being too ‘pushy’. These could be in the form of buttons, banners, or inline text links. The key is to integrate them naturally into the content so they enhance rather than interrupt the user experience.
Test and Optimise
Regularly review the performance of this page and tweak it as necessary based on user feedback and analytics. Use tools like Google Analytics to track visitor behaviour and identify areas for improvement. A/B testing different versions of the page can also help determine what works best.
Best Practices for Your Specific Landing Page
Keep It Focused
Avoid cluttering the page with too much information, stick to one main topic and cover it thoroughly. A focused approach ensures that your message is clear and your content is easy to follow. If you have multiple topics to cover, consider creating separate landing pages for each.
Use High-Quality Visuals
High-quality images and graphics can make your page more appealing and professional. They help break up text and make the content more engaging. Ensure that all visuals are relevant to the content and enhance the overall message.
Make It Mobile-Friendly
With more people browsing on mobile devices, it’s crucial that your landing page is mobile-friendly. Use responsive design techniques to ensure your page looks good and functions well on all devices. Mobile optimisation is about aesthetics and how it impacts user experience and conversion rates.
Provide Social Proof
Include testimonials, reviews, or case studies to build trust and credibility. Social proof can significantly impact a visitor’s decision-making process, seeing that others have had positive experiences with your product or service can make potential customers more likely to convert.
Ensure Fast Loading Times
A slow-loading page can frustrate visitors and lead them to leave your site. Use tools like Google PageSpeed Insights to test your page speed and identify areas for improvement. Optimising images, using efficient coding practices, and leveraging browser caching can help reduce loading times.
Conclusion
At Strafe Creative, we know switching from a direct-to-product-page approach to a well-crafted, specific landing page can significantly improve your conversion rates. It’s about meeting your potential customers where they are in their buying journey, providing value, and gently guiding them towards making a purchase when they’re ready.
The strategy of directing traffic to specific landing pages tailored to the awareness and consideration stages of the marketing funnel offers multiple benefits. Firstly, it aligns with the natural decision-making process of consumers, providing them with the information they need when they need it. By creating content that addresses their concerns and questions, you build trust and establish your brand as a credible authority in your industry. This trust is a crucial component in the journey towards conversion.
Another thing to note is specific landing pages allow you to engage visitors more effectively. With interactive elements, high-quality visuals, and strategically placed CTAs, these pages can capture and hold the attention of your audience, making users remember your site. The longer visitors stay on your page, the higher the chance they will return when they are ready to make a purchase.
Finally, it is important to recognise the value of testing and optimisation in this process. Creating a successful specific landing page is an ongoing project. By regularly reviewing performance metrics and making data-driven adjustments, you can continually improve the effectiveness of your landing pages. This iterative process ensures that your pages remain relevant and engaging, adapting to changing consumer behaviours and preferences.
You can watch the full video using the link below:
